The launch of Tufts Medicine went beyond a name change—it was a strategic repositioning in a competitive healthcare landscape. Our goal was to articulate the value of a new, unified brand and clearly define the entities it encompasses. Partnering with an external brand agency, we translated complex research and naming strategy into a cohesive, compelling identity. Internally, we led the creation of communications, digital assets, and live events to activate employee engagement through storytelling, interactive experiences, and visible leadership support. Externally, we contributed to a high-impact marketing campaign across TV, digital, social, and out-of-home channels, bringing the brand to life with additional creative concepts. The result was a successful brand launch that unified the system under a modern identity rooted in academic excellence, innovation, and patient-centered care.
